A Service Design Approach to Developing the First Year at University European First Year Experience Conference June 2014 Jean Mutton, Student Experience Project Manager at the University of Derby and Director of

Services… are intangible have benefits are perishable (time and place dependent) – cannot be stored or transported are inseparable from the service provider are often inconsistent or variable in quality – especially personal services eg hairdressing cannot be ‘owned’

Product or Service? Mobile phone Tablet (For the over-30s, that’s an iPad – not Paracetamol) Blackboard/Athens Uni App Rolls Royce: Power by the Hour

A question for you… …what is the “product” in education? Academic qualification Physical environment and other tangibles People and experiences Life inside and outside the classroom What does the ‘Student Journey’ during the first year look like?

Tools and Techniques Touchpoints Service blueprinting (Front Stage/Back Stage) Storyboarding Emotional Journey Mapping Stakeholder Maps Mystery shopping Service safari

Doing, not Talking Iteration Prototyping Fail, fail better Co-creation Roleplay Observation Personas – your turn…

Persona Who? Where? Lifestyle? Habits? Holidays? Shopping? Pets? Family?

“The Squiggle”, Damien Newman, Central Inc.

“Double Diamond Design”, The Design Council.

Iteration – 4 Ds DiscoverDefineDevelopDeliver

“Customer Experience”, Icono-clectic.blogspot.com.

“Customer Journeys”, Diametrics

Your turn……… Map the experience of your persona buying a drink in a cafe Decide on the start and finish points Identify the ‘touchpoints’ Think about the front stage and back stage operations (above and below the line of visibility) What information do they receive/access? Who do they interact with? What IT or other systems are supporting the processes?

So, what is service design? Problem-solving Human-centred Inter-disciplinary Research-based Co-creative Iterative Designer as facilitator Front stage/Back stage Holistic Ongoing Sustainable Fun!

Further info Process and Principles: This is Service Design Thinking, Marc Stickdorn and Jacob Schneider (2010)